The Challenge
Microsoft approached G2 data dynamics with a requirement to be able to predict market demand for its products in every global market, the accepted guide being the likely volume of PC sales. Microsoft experience has shown that if a PC is not shipped with Microsoft technology in place, then pirate copies are likely to installed. As such it is vital that marketing spend is spent in line with likely levels of PC penetration.

The Solution
The solution allows Microsoft to allocate marketing spend in line with market developments.

• Allows predictive demand modelling based upon historical economic data and proxies for PC ownership (mobile take up etc.)
• Enables assessment based upon a range of factors that go beyond simply looking at population statistics
• A desktop tool that is shared across senior levels of the Microsoft organisation
• Access to Advanced statistical routines and skill sets coupled with analytical consultancy inputs
• Integration of a range of data sources, both external and internal to Microsoft

Results
Senior Microsoft managers are able to allocate marketing spend in line with the addressable PC market in each country rather than by simply taking gross population figures, thereby ensuring that spending is in line with opportunities for software sales.